Around the Industry

Costa Farms Names New Executives

Costa Farms, a leader in indoor plant production and one of the nation’s largest bedding producers, has new energy in its management. Costa Farms has added three high-level executives to the team: Mike Rimland, director of research and development; Charlie Acevedo, vice president of sales/marketing; and Marta Maria Garcia, marketing manager.

“These highly creative and forward-thinking leaders bring with them a wealth of knowledge and experience in other industries,” said Jose Smith in a Costa Farms press release.

Hanna Celebrates 30 years with Website Relaunch

Hanna Instruments, a world leading manufacturer of analytical instrumentation, is celebrating their 3oth anniversary by giving their website a makeover for 2008. The redesign will make it easier than ever for users, from lab managers to growers, to navigate and access products, literature and manuals needed for their application.

With a consumer-friendly brand and a focus on educating customers about what goes into growing a premium product, Monrovia’s branding efforts are proving profitable. According to a recent survey from Leiberman Research Worldwide, Monrovia is the “most considered, purchased and recommended plant brand in the current market.”

Vice President of Marketing Pam Wasson, who helped launch the company’s branding campaign, said there was virtually no branding in the floriculture industry when Monrovia began its campaign 10 years ago.

“We were in unchartered territory, but we felt that it was important to position ourselves as a premium product, sold exclusively in independent garden centers,” Wasson said.

The goal behind their branding campaign was to drive traffic to retail and educate people on why a premium plant will cost more. Since then, many growers have followed Monrovia’s lead on branding; which has benefited the gardening industry and consumers who now have a wealth of information and inspiration to pick from.